In a case that Thackeray investigated last year, she tracked down a Phoenix man who harassed his ex-girlfriend by posting personal ads in a Phoenix community Web site.

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Spend a bit more on a quality designer and copywriter to put a really nice gloss on your inbound and outbound marketing components, even those ads you run in local community newspapers.

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Many retailers know to put up websites, run Google ads, show up in community events, create funny videos, hold the solar version of the Tupperware party and use social media to drive interest.

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Beyond making ads, todays marketing effort requires technologists, usability experts community managers, retail specialists and sometimes even a mathematician or two.

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That figure has fallen, partly because of the weakness of the advertising market (community radio stations are generally allowed to derive no more than half their income from ads) and partly because so many small new stations have opened.

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